Mondelez launches 'Australia-first' programmatic outdoor campaign

Lovers of that 'big cherry taste' may soon find an irresistible urge to buy Australia's oldest chocolate bar next time they fill up a tank of fuel, thanks to a novel new advertising campaign.

Confectionary giant Mondelez, in collaboration with Carat, Posterscope and Amnet, has launched a digital out-of-home (OOH) campaign that uses live data and real-time facial recognition to target Cherry Ripe consumers at the pump.

The campaign will run across Val Morgan Outdoor’s Pump TV network and is the first national campaign to utilise real-time audience measurement in the OOH space.

The technology uses historical data to identify when Cherry Ripe's target audience is most likely to be paying attention to the petrol bowser screen. Val Morgan Outdoor’s DART audience measurement system then ascertains whether the viewer is within the target demographic.

The advertiser is only charged for a qualified audience viewing.

“We are achieving what we consider to be a key requirement of 'programmatic' - the ability to deliver a more relevant message to a more targeted audience which has patently been missing from claimed 'programmatic OOH' in recent times,” Posterscope managing director Joe Copley said.

“This campaign is another big step towards a data-led and programmatic future for brands who want to make the most of the DOOH [digital OOH] opportunity”.

Chocaholics are warned to make sure they preset their fuel limit next time they fill up.

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